Cuban cigar house Habanos has launched the Montecristo Fragata, a travel retail-exclusive (TREX) humidor from one of its best-selling brands, at the recently concluded TFWA World Exhibition in Cannes.
The launch taps into growing demand for distinctive and exclusive products in the channel, combining Montecristo’s established brand identity with Habanos’ emphasis on craftsmanship and presentation.
Since it was founded in 1935, Montecristo has become one of the best-selling Habanos brands globally, known for its signature flavour and presence in key markets.
The Montecristo name traces its origins to Alexandre Dumas’ The Count of Monte Cristo, with the literary connection becoming an enduring part of the brand’s story and a link to the Cuban tradition of Habanos craftsmanship.
Montecristo Fragata links the brand’s 90-year legacy with travel, its name inspired by the ships and themes of journey and discovery in The Count of Monte Cristo.
Crafted for the journey
Created with travellers in mind, the humidor contains 20 Montecristo Fragata Habanos, a new vitola presented in the Duke format at 54 ring gauge x 140mm. The cigars feature Montecristo’s classic blend, with a medium-to-full strength profile.
The Montecristo Fragata Habanos are handmade with long filler using tobacco leaves from Vuelta Abajo in Cuba’s Pinar del Río region, with each cigar carrying a dedicated band identifying the Fragata vitola.
Habanos Commercial Vice-President Alberto Donar Cruz said, “Since its inception, Montecristo has embarked on a journey full of successes, and today we are marking a new milestone in that history.
“There could be no better setting than Cannes, at the heart of the travel retail world, to present Montecristo Fragata: a travel humidor that combines the brand’s legacy with the spirit of discovery and adventure embodied by its name.
“It is much more than just a new Habano; it is an invitation to embark on a sensory journey and to take an exceptional experience with you wherever your travels may lead.”
Habanos Vice-President José María López added, “We have now been marketing exclusive products for the duty-free and travel retail channels for 20 years, with nearly 20 offerings designed especially for travellers who are Habanos aficionados.
“Montecristo Fragata continues that legacy with a product that combines the excellence and craftsmanship of Habanos with the character of one of our most renowned brands.
“Having celebrated its 90th anniversary, Montecristo once again demonstrates its ability to continue surprising aficionados, generation after generation, now with a product specifically designed to accompany them on their travels.” ✈
